Here’s a crazy idea: shoot your entire state tourism campaign in black & white. Actually not so crazy when you consider your state is Illinois. With no Grand Canyon, Rocky Mountains and a client mandate not to highlight Chicago we had to elevate the ordinary. We treated the visuals as editorial, more like photos you’d see in LIFE magazine vs regular ads, which added gravitas to any subject or situation and instantly stood out in a sea of color.

Also, lets make all the copy fit in the shape of the state, so it can act as a branding device. Yes the copywriter and I are still on good speaking terms :)

IBOT (Illnois Bureau of Tourism)

IBOT (Illnois Bureau of Tourism)

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